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My Shoes Campaign - October 2004 Lovethoseshoes.com, first online shoe retailer
to back My Shoes campaign The partnership is especially befitting as www.lovethoseshoes.com has been set up to sell unique and hard to find shoes that benefit the health of the wearer. To mark the partnership, www.lovethoseshoes.com has designed a special My Shoes embroidered boot, £5 from the sale of each will go directly to the charity’s campaign. But this is no ordinary boot, Aroma in Black Suede, has been developed with a special in-built negative heel technology that helps balance and correct posture as well as gently exercise underused muscle groups – particularly in the back, legs, bottom and hips. Negative heel technology was originally developed in the 50’s by Danish yoga guru Anne Kalso, who, on a visit to Brazil, studied the natives’ straight and aligned posture when walking barefoot in sand and wanted to recreate it. |
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The shoe’s design deliberately sits the heel lower than the toe causing the wearer to lean naturally into a correct posture. The benefits associated with improved posture are many and include improved breathing, relief from a variety of back complaints, improved sleep, improved muscle tone and improved circulation, which can lead to a reduction in cellulite.
The Aroma calf length boot features detailed embroidery and is priced at £120. £5 from the sale of each will go directly to the My Shoes campaign.
Shoes with a negative heel can also help alleviate some of the conditions experienced with Multiple Sclerosis, specifically helping to balance when walking. (See attached testimonial)
The MyShoes Campaign aims to raise awareness amongst young women as, due to technological advances, MS is being diagnosed at a younger age, most often between 20 and 35.
Most women in this age bracket respond to fashion trends and have more than a passing interest in fashion and shoes. And some of the most common symptoms of MS are those affecting their walking so founder, Marla Madison felt it befitting to shape her campaign around shoes, she comments:
“I felt I had a good idea. I know how much women love their shoes and could see how they could illustrate so much about the MS experience,” she notes. “An evening shoe, a hiking boot and a beach sandal are all shoes but they are completely different – just as the symptoms of Multiple Sclerosis vary greatly for each individual”
Glen Berd, Managing Director at www.lovethoseshoes.com has pledged her commitment to the campaign, but also believes the partnership runs much deeper.
She says: “I was introduced to the My Shoes campaign by a customer and could easily see the connection between ourselves as a healthy shoe retailer and the cause. Whilst we have pledged our commitment by nominating a shoe style, we are also committed to helping customers find shoes that can alleviate their health problems – some of whom do suffer from MS.”
“I really think we have a long way to go in supporting Marla and her My Shoes campaign and look forward to developing ways for the partnership to evolve in the future.”
Money raised by the Campaign will go to the two leading UK MS charities, the MS Society and the MS Trust. The two Charities work together on the Specialist MS Nurse programme, which will be supported by the MyShoes Campaign.
There are currently 150 MS Nurses in the UK, but many more are still needed.
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